Store of the month November: Skocentrum

With nearly 70 years in the same location on Rådhustorget, Skocentrum has become an integral part of Umeå’s city life. The company is now run by the fourth generation, with the fifth on their way into the business. From the classic city-center store to the establishment in Avion Shopping, Skocentrum has successfully combined tradition with renewal, reaching a broader customer base without losing its personal touch. As Store of the Month for November, they are recognized for their long craftsmanship tradition, strong family heritage, and ability to evolve with the times.

Skocentrum has a long and proud history in Umeå – how do you view the store’s development from Rådhustorget to today?
Skocentrum has been part of Umeå’s city center for nearly 70 years, with its roots on Rådhustorget where it all began. It’s fantastic to see how the business has grown and evolved through four generations. In recent years, Alma and August, the fifth generation, have also become active in the company. The foundation is there for Skocentrum to continue into yet another generation, something we are both proud of and grateful for.

We have gone from being a classic shoe store in the city center to also establishing ourselves in Avion Shopping, one of the largest shopping centers in northern Sweden. This has given us the opportunity to reach more customers and meet new needs, while still maintaining our personal character and focus on quality.

With such a long history behind us, we are committed to preserving what’s genuine, while also being a store where trends and innovation have room to grow. As part of our effort not to “get stuck in old tracks,” we replaced the facade sign at our city store in 2025, a sign that had been there since the opening in 1957. We’re switching to a more modern version that reflects quality, featuring the same logo as the store in Avion. At the same time, we’re also renovating all the display windows. In 2027, we’ll celebrate 70 years in the same premises, within the same family, and are planning a year filled with reflections, offers, supplier visits, and a look ahead, with great optimism for the future.

What does it mean for you to be located both in a traditional city environment and in a modern shopping center like Avion Shopping?
It gives us the best of both worlds. The city-center store has a soul and history that many of our regular customers appreciate, there’s a sense of closeness and familiarity. In Avion, we meet a different kind of flow and customer behavior, often younger families or customers combining shopping with other errands. Being present in both locations allows us to stay relevant to a wider audience while strengthening our identity as an accessible and reliable shoe store for the whole family. Opening a store in Avion when the shopping center was built was an obvious decision for us. In March 2026, we’ll celebrate 10 years together with the mall.

How do you approach selecting shoes for the whole family – what guides your choices and the range you offer?
We choose our brands and models with great care, quality is always the focus. We want to offer shoes with high comfort that last over time. At the same time, we listen closely to our customers and what they’re asking for. Many have specific needs when it comes to footwear, and it’s important for us to meet these with knowledge and the right products. Since we cater to the whole family, having a wide range is essential “from cradle to grave” as we like to say with a smile.

With experienced staff in both stores – how do you work with personal service and customer care?
Personal service is one of our greatest strengths and something we take a lot of pride in. Many of our team members have been with us for a long time and have deep knowledge of both shoes and feet. We place great emphasis on really listening to the customer’s needs and finding the right shoe for the right occasion. It’s often the little things that make the difference, taking the time, giving honest advice, and building long-term relationships. We want our customers to feel “welcome home to us” that’s truly how we see it.

The service we provide in our physical stores can’t be replicated online, and maintaining that experience is a big part of what makes shopping in-store so attractive. We also see the sale of shoe care products and accessories as an important part of keeping our customers happy, a well-cared-for shoe lasts longer, and the customer gets more value for their money. A year ago, we also launched a digital loyalty club for our regular customers, offering not only a bonus system but also the opportunity to recognize and reward loyal and returning shoppers.

Which types of shoes or brands are most in demand among your customers right now?
What we’re seeing across an increasingly broad customer base is that comfort is becoming more and more important. Many are looking for shoes with wider lasts, roomy toe boxes, and space for their own insoles. That said, appearance still matters, finding shoes that combine comfort and style is becoming increasingly significant.

Some of the strongest brands for us include Birkenstock, Rieker, Tamaris, Topo, Skechers, and Dr. Martens, to name a few. We sell shoes for women, men, and children, and in recent years, children’s shoes have been a bit of a tough segment. However, we’re noticing a turnaround, customers seem willing once again to pay for higher quality. Brands such as Kuoma, Viking, and Pax are particularly sought after.

We’ve also experienced a new phenomenon when it comes to popular shoes. We work actively with social media, primarily Instagram but also TikTok, and recently, one of our TikTok videos went viral. The model sold out in less than two days, which clearly shows that this can be an effective way to work in the future.

What would you say is Skocentrum’s greatest strength in today’s footwear industry?
Our biggest strength is the combination of experience, personal service, and a carefully curated selection for the whole family. We are a local business with deep roots in Umeå, yet we also keep up with trends and industry developments. Being a family-owned company spanning five generations means we carry both tradition and renewal, giving us a unique position in today’s fast-changing retail landscape. We’re truly passionate about what we do and constantly strive to evolve and improve.

Follow Skocentrum on Instagram here